Endless choice is creating unlimited demand so you probably need to re-think your business model: make everything available and help customers find it easily (online).

WHAT THE BOOK SAYS

Traditional business models suggest that high-selling hits are required for success. These are at the high-volume end of a conventional demand curve.

But in the Internet era, the combined value of the millions of items that only sell in small quantities can equal or even exceed the best sellers.

Modest sellers and niche products are now becoming an immensely powerful cumulative force. In this respect, many “mass” markets are turning into millions of aggregated niches.

Old theories such as the 80/20 rule receive a thorough going-over. It’s never exactly 80/20, and the percentages can apply to different things (products, sales or profits). And they don’t add up to 100.